The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A study on cultural consumers of OTT original contents based on Text Mining, focusing on Netflix's 'Parasyte: The Grey' based on a comic book

텍스트 마이닝 기반 OTT 오리지널 콘텐츠의 문화소비자 연구, 만화 원작의 넷플릭스 '기생수: 더 그레이' 중심으로

  • Oh Se Jong (Dept. of AI Education Institute, Hankuk University of Foreign Studies)
  • 오세종 (한국외국어대학교 AI교육원, 한양대학교 문화콘텐츠학)
  • Received : 2024.08.27
  • Accepted : 2024.11.05
  • Published : 2024.11.30
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Abstract

The study of cultural consumers plays an important role in selecting actors, location selection, marketing, and scenarios in movies and series, and in box office factors. In particular, the study of cultural consumers of OTT original contents can produce viewer-tailored works by utilizing massive viewing data, social media user analysis, and location-based information. The research method analyzed the emotional vocabulary of text mining N-gram, CONCOR, and Bayesian classifier machine learning. Through the Netflix work 'Parasyte: The Gray' based on a comic book, the analysis of cultural consumption patterns of cultural consumers, actor selection, implications of genre change, complex human emotional narrative, location selection, and the effects of VFX were analyzed. In addition, the changed story development and storytelling structure were examined through Dan Harmon's 8 stages of hero storytelling. This study will save costs and time in cultural content development and the entertainment industry through the response factors of cultural consumers in OTT original contents and considerations for production.

문화소비자의 연구는 영화와 시리즈에서 배우 섭외, 장소 선정, 마케팅, 시나리오 등을 선별하고, 흥행 요소의 중요한 역할을 한다. 특히, OTT 오리지널 콘텐츠의 문화소비자 연구는 방대한 시청 데이터, 소셜 미디어 사용자 분석, 위치 기반 정보 등을 활용해 시청자 맞춤형 작품을 제작할 수 있다. 연구 방법은 텍스트 마이닝의 N-gram, CONCOR, 베이지안 분류기 기계학습의 감성 어휘를 분석하였다. 만화 원작의 넷플릭스 '기생수: 더 그레이' 작품을 통해 문화소비자들의 문화 소비 패턴 분석, 배우 섭외, 장르 전환 시사점, 인간의 복잡한 감정 서사, 장소 선정, VFX 의 효과 등을 분석하였다. 또한, 댄 하몬의 영웅 스토리텔링 8단계를 통해 변경된 스토리의 전개 및 스토리텔링 구조를 고찰하였다. 본 연구는 OTT 오리지널 콘텐츠에서 문화소비자들의 반응 요소와 제작시 고려할 사항을 통해 문화콘텐츠 개발 및 엔터테인먼트 산업에서 비용과 시간을 절약할 수 있을 것이다.

Keywords

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